A large hospitality chain with locations across the globe had been hit with a Google Manual Penalty for backlink spam. The website’s domain strength and SEO visibility had not recovered after the penalty had been lifted.
We used multiple teams that focused on the client’s different geographic regions; this also involved multiple languages. Each team focused on performing various link-building activities to improve the website’s domain strength. We discovered the content that was being developed by the client had not been a part of a global content calendar, which lead to redundancy, and overuse of anchor text in backlinks. There was no structure in place to consolidate data to avoid duplicating contacting the same third party sites for link-building activities. Most importantly, no safety net was in place to ensure that the links built would not retrigger a Google manual penalty.
Our work started with performing keyword research to identify keyword variations that would help diversify anchor text. We worked in conjunction with the corporate headquarters’ marketing team to develop links building guidelines and establish a global content calendar. We created over 100 different variations of anchor texts to ensure diversity and built a CRM system that tracks contacts to reduce duplicate outreach efforts. We still continuously monitor the audited links across all geographic locations to ensure no links are toxic and we maintain the CRM system.
- Client earned back link equity with no risk of future manual penalties
- Improved productivity and consistency in the brand across all geographic locations worldwide